| Preface |
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ix | |
| Acknowledgments |
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xiii | |
| Introduction |
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1 | (6) |
| PART 1 The Manufacturer, the Brand, and the Retailer: A Historical Perspective |
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7 | (110) |
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9 | (22) |
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A Multibillion-Dollar Problem |
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10 | (3) |
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13 | (1) |
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Who's in Charge of This Budget Anyway? |
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14 | (3) |
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The Marketing Landscape of the 1970s and 1980s |
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17 | (2) |
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The Changing Retail Environment |
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19 | (4) |
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23 | (2) |
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25 | (5) |
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30 | (1) |
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The Importance of Branding |
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31 | (20) |
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32 | (2) |
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Branding: The Marketing Battle of the 1960s and 1970s |
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34 | (9) |
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Co-Marketing as an Extension of the Brand Budget |
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43 | (6) |
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49 | (2) |
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Co-Op Begins to Spread Its Wings |
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51 | (12) |
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Retail Branding: Chief Auto Parts |
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52 | (3) |
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The Launch of Intel Inside's Co-Branding Program |
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55 | (7) |
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62 | (1) |
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63 | (16) |
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64 | (4) |
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The Power of an Integrated Solution |
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68 | (8) |
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Ad Agencies React to Co-Marketing |
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76 | (1) |
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77 | (2) |
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Valuable Learning from Research |
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79 | (12) |
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An Attitude, Awareness & Usage Study |
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79 | (9) |
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Field Immersion Reveals a Win for Harley-Davidson |
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88 | (2) |
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90 | (1) |
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The Power of Fact-Based Selling |
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91 | (12) |
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Influencing Trade Partners |
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93 | (3) |
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The New Role of the Salesperson |
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96 | (4) |
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100 | (1) |
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100 | (3) |
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Co-Marketing and the Category Killers |
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103 | (14) |
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Sales Dollars Versus Profit Margins |
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103 | (3) |
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Key-Account Planning Model |
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106 | (2) |
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Creating and Satisfying Retailer Demand-Pull Activity |
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108 | (1) |
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The Small-Business Dilemma |
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109 | (6) |
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115 | (2) |
| PART 2 Implementing the Co-Marketing Plan |
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117 | (74) |
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Determining Your Goals and Partners' Expectations for the Co-Marketing Plan |
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119 | (18) |
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Identifying Corporate Goals and Strategies |
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119 | (3) |
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Researching the Trade Market |
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122 | (13) |
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135 | (2) |
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Setting Up Your Co-Marketing Plan |
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137 | (20) |
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Aligning Strategies and Defining Trade-Marketing Goals |
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137 | (10) |
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147 | (8) |
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155 | (2) |
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Carrying Out Your Co-Marketing Plan |
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157 | (12) |
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Launching the Co-Marketing Plan |
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157 | (4) |
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Administering the Program and Capturing Data |
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161 | (5) |
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166 | (3) |
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Maintaining Your Co-Marketing Plan |
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169 | (22) |
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Post-Analysis and Market Intelligence |
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169 | (12) |
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Rapid Action and Continuous Improvement |
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181 | (8) |
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189 | (2) |
| Glossary of Co-Marketing Terms |
|
191 | (6) |
| Bibliography |
|
197 | (2) |
| Index |
|
199 | |
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